Oberto pushes aside the ‘Oh Boy!’

Does Oberto's "Oh Boy!" phrase and signature red, green and white colors look outdated?
Oberto thought so, at least when it came to its "All Natural" jerky, introduced in 2012. Photo is of Seafair's hydro races, where Oberto has long been a sponsor.
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Does Oberto's "Oh Boy!" phrase and signature red, green and white colors look outdated?
Oberto thought so, at least when it came to its "All Natural" jerky, introduced in 2012. Photo is of Seafair's hydro ... more

Photo: ANDY ROGERS / SEATTLE POST-INTELLIGENCER

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The classic "Oh Boy! Oberto" boxes are seen in this old photo of factory worker in Kent.

The classic "Oh Boy! Oberto" boxes are seen in this old photo of factory worker in Kent.

Photo: DAN DELONG / P-I file

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Art Oberto was 16 when he took over Obertos in 1943, after his father died suddenly. Art Oberto is pictured in Oberto's Kent factory in 2002.

Art Oberto was 16 when he took over Obertos in 1943, after his father died suddenly. Art Oberto is pictured in Oberto's Kent factory in 2002.

How beef becomes jerky. (Photo is of Oberto's factory in Kent in 2002).

How beef becomes jerky. (Photo is of Oberto's factory in Kent in 2002).

Photo: PHIL H. WEBBER / P-I file

Oberto pushes aside the 'Oh Boy!'

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If you grew up in Seattle, you’re probably familiar with “Oh Boy! Oberto,” Seattle’s home-grown, beef jerky company with the goofy name. Founded in 1918, Oberto’s name, Italian colors and enthusiastic “Oh Boy!” phrase have long been part of Seattle’s fabric, from Seafair to Rainier Valley.

But on Tuesday, Oberto announced it’s getting rid of the classic saying in a rebranding move for its newest product, the “All Natural” jerky. Instead of “Oh Boy!”, it will just be “Oberto,” accompanied with the power mantra, “Eat excellent. Be excellent.”

By “excellent,” Oberto must mean extremely athletic, because the new design features photos of people doing strenuous things like running and hanging off a mountain. The new All Natural bag also downplays Oberto’s signature red, green and white, in favor of a starker yellow, black and white.

Oberto said the rebranding shows off a “more modern look and feel,” with includes shedding jerky’s image as “unsophisticated junk food.” (And here I thought they were going to make “Oh Boy!” more gender-inclusive).

“We’ve elevated jerky and made it new and relevant for active consumers who want to get the most out of what they eat, and are specifically looking for snacks to charge them up for their day,” Greg Yahn, VP of Oberto Brands marketing, said in the release.

The redesign only applies to the “All Natural” beef jerky; other snacks, including the “Smoke-a-Ronis” and “Cocktail Peps,” will still have the classic “Oh Boy! Oberto” name and logo.

Want to see what the newest Oberto bag looks like? It’s a big change. Check out the slideshow above.